Negocios Internacionales · 2019
La cultura y las etnias de las regiones de Colombia como variables de competitividad en la empresa pijamas Ágape
This research was carried out with the purpose of generating a set of strategies in favor of the transformation of the portfolio of the company pajamas Agape looking for its competitiveness through cultural and ethnic factors of the Pacific region of Colombia. For the development of the study, a qualitative-documentary methodology was used, which focused on the exploration and analysis of a set of documents that revealed the most relevant characteristics of the Emberá Chamí and Waunana ethnic groups and identify success stories of companies that have been inspired by indigenous groups to create products. According to the results of the study, the company Agape can focus its strategies on the theory of the 4P (Marketing Mix), based on the components or cultural characteristics of the explored ethnic groups, since these are constituted as the raw material or the base for the innovation and, consequently, the key element for the improvement of its competitiveness.
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Contenido
- 4. Objetivos……………………………………………………………………………………p. 20
- 6. Hipótesis……………………………………………………………………………………p. 22
- 9. Resultados……………………………………………………………………………………p. 36
- moda……………………………………………………………………………………………p. 46
- Tabla 1. Estrategias de productop. 51
- Tabla 2. Estrategias de promociónp. 52
- Tabla 3. Estrategias de preciop. 54
- Tabla 4. Estrategias de plazap. 55
- Figura 1. Componentes- Cinco Fuerzas de Porter. ap. 24
- Figura 2. Teoría de las disciplinas de valorp. 25
- Figura 3. Componentes de la cultura. ap. 31
- Figura 4. Ruta metodológicap. 34
- Figura 5. Prendas de vestirp. 38
- Figura 6. Insumos prendas de vestirp. 39
- Figura 7. Confección prendas de vestirp. 39
- Figura 8. Pintura facial y corporalp. 41
- Figura 9. Artesaníasp. 43
- Figura 10. Gastronomíap. 44
- Figura 11. Símbolos religiososp. 46
- Figura 12. Caso de éxito mochilasp. 47
- Figura 13. Caso de éxito ropa exteriorp. 48
- Figura 14. Caso de éxito zapatosp. 48
- Figura 15. Caso de éxito accesoriosp. 49